• Dark Horse PR

Creating a memorable media kit

A media kit is basically a digital resume for your brand or business. You may hear it referred to as a pitch deck, press kit, digital press kit or something similar - but no matter what you decide to call it, a media kit is vital when it comes to telling your brand's story and sharing your messaging.


A good media kit will include everything from your brand's mission statement, to audience demographics, influencer insights, and even press-approved photos and other visuals that you'd like used in the event that you will be featured. Your brand's media kit should not only tell a story, but it should make it easy for press to share that story as well. The goal is to have all of your brand's most pertinent details and compelling assets neatly packaged and readily available. This way, when reaching out to journalists or possible brand partners, you can easily offer everything they might need in order to make a decision - whether it be running a story, or deciding to partner together for an upcoming project.

What should always be included:

  • Company overview including mission statement

  • Founder bio or background story

  • Product information when applicable

  • Audience demographics - who is following, or buying from you?

  • Audience insights and analytics - ex: what does your engagement rate look like?

  • Brand logo

  • Media assets and approved photos

  • Social media profile links - where can we find you?

  • Contact page

Tips for creating the BEST media kit:

Keep it simple:

No seriously, do yourself, and journalists a favor, and keep it as neat and clean as possible. We all love to get creative, and although there is room for that here, this is definitely NOT the place to get super crafty. Clean lines and bold, eye-catching headlines are the way to go. In this digital age, our attention spans are truly at a minimum - what a time to be alive, right?! Your media kit should effortlessly guide the reader's eye from beginning to end without getting caught up on any messy clutter.

Stay on brand:

This shouldn't be too hard, given that by now you've likely nailed down the visual look and feel that best represents your brand. Choose three main colors from your brand's color palette to work with, using the lightest color as your visual base when designing. For edgier brands with darker tones, save the darkest colors for trim or underlining elements, you can even create a shadow effect with your headlines - just be sure to steer clear of creating too many dark, "negative" spaces.

Visuals and links:

All day. There is going to be a ton of stuff you want to share, but keep in mind that a media kit is just like any other document - the longer it rambles on, the less likely a reader will be to follow all the way through to the end. Once you've included your logo, and plenty of teasers using your key visuals, link everything else out. For the important stats and numbers, try using visual representations such as graphs rather than just sharing a bunch of numbers. This forces the reader to do all the work, and again, the key is simplicity! Trust us - if someone is really interested (and they can read) they will understand how to follow the links in your media kit to take a deeper dive. This includes linking to video content that may live on your site, plus additional credentials, credits, testimonials, and even social media or important documents that may be housed on Google Drive.



For more inspiration, take a look at the media kit we created below for on-air personality, Amber Wyatt -







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